Letting your communications drift

So you finally decided to start sending out a regular email newsletter or regularly updating the blog on your website. Well done to you! The first issue of your newsletter is full of promises about your new newsletter keeping clients and other contacts informed and educated. And then the newsletter delivers this in spades! Roll on to a month or two later and the next edition is due to go out. You’re busy, it’s the middle of pensions season and the markets are in turmoil. You just about manage to cobble the newsletter together, everyone moaning about not having enough time. And then that’s it, the next edition never see the light of day…

Unfortunately this happens a little too frequently among financial advice firms. So apart from a bit of a gnawing sense of failure within your own firm, what messages does letting your communications drift say to your audience?

You don’t have an opinion

Your clients and prospective clients want to hear your opinions about current events. Whether they are about how they should (or shouldn’t!) react in the current market turmoil, your views of any changing legislation that will impact the personal finance world or indeed developments within the life and pensions market. Your opinions may reassure investors, allow you to demonstrate your expertise and show that you have your finger on the pulse.

Of course if you’re not sending out these opinions, exactly the opposite applies. And then your clients don’t know where you stand on these topics. And of course then there is the very real risk that they will find their way on to the email database of another Financial Broker who provides them with this expert opinion all of the time. Who will they want to deal with – the person with their finger on the pulse or the person without?

You’ve run out of ideas

Of course email newsletters also offer you the opportunity to educate your clients and prospects. You can remind them of the value of getting advice from a Financial Broker, set out the benefits of having a risk appropriate investment portfolio, remind them of the importance of having the right income protection plan in place and how to ensure that their legacy on death is not a worrying tax burden for their loved ones.

But then when you stop, have you demonstrated all that you know, that you’ve shown the breadth of your knowledge? So what about the topics that are worrying your clients that you haven’t covered? You don’t want them thinking that maybe you just don’t have knowledge in that particular area…

At the end of the day, your clients can be a rich source of content ideas. Ask them for topics that they would like covered and then write about them!

You just don’t care

Of course this is the real worry… that your clients will think that you simply have lost interest and don’t really care about your marketing and your business. That you have simply slowed down a bit and are coasting…Of course this will set off alarm bells in their heads about your approach to your wider business, your clients and their personal financial affairs. Are you just punching in time there too?

At best, your clients might just see all of this as a bit unprofessional – starting a marketing initiative that you’re unable to continue. Is this how you want them to view your business?

StepChange provides content to Financial Brokers who don’t have time to write it themselves and a newsletter service to manage the whole process of sending out regular fully personalised and branded communications to your clients. And we’ll deliver these on time, every time!